Greenplum, a provider of database software for the next generation of data warehousing and analytics, has unveiled its Enterprise Data Cloud (EDC) initiative. The EDC Initiative is a new vision for bringing the power of self-service to data warehousing and analytics, encompassing the primary areas of platform (the EDC platform, based on self-service provisioning, elastic scale and massively parallel processing), methodology (an agile approach to data analytics that embraces large-scale data collection, getting data into the hands of business users, and iterating quickly), and ecosystem (customers and partners that embrace these new capabilities with tools, infrastructure and creative methodologies).